How do you engage customers in a low-involvement category? Or introduce some joie de vivre into a category long distinguished by predictable problem-solution advertising? These are questions that rankle advertisers in categories — and brands in those categories — that call for what is euphemistically called ‘hardworking advertising’ — the kind that doesn’t get talked about or win many awards, but draw the attention of the target audience nonetheless.
An obvious answer for them is to rope in a star from Bollywood or cricket. A recent campaign by ...
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First Published: Wed, May 23 2018. 21:36 IST
